5 Acknowledgements This thesis reflects the research I did at the Faculty of Economics of the University of Groningen in the last four years. I am indebted to many persons who contributed to this research. I am especially grateful to my promotor Tom Wansbeek. It was a privilege working with such a stimulating person. He was always willing to discuss my research and think about all kinds of questions. I have benefited tremendously from his support, knowledge and critical notes. I am also grateful to my second promotor Peter Leeflang. He has provided me with well-considered criticism, which was often complementary to that of Tom Wansbeek. His comments on various aspects of this thesis have been very useful. Further I would like to thank the members of the graduation committee, Ton Steerneman, Michel Wedel and Dick Wittink for reading the thesis and for their useful comments. Moreover, I am grateful to Ton Steerneman for his contributions to various statistical problems throughout this thesis. Special thanks are due to Jan Roelf Bult, Janny Hoekstra, Lars Muus, Pieter Otter and Marco Vriens for their contributions to various parts of this thesis. It was a pleasure working with colleagues with different interests. It goes without saying that I retain full responsibility for any errors. I would like to acknowledge the hospitality of the Department of Statistics of the Australian National University at Canberra, where part of this research was done. I thank Gerard van den Hooff for correcting my English and Erik Frambach for his 4TEX-support. Financial support for this research was provided by the Faculty of Economics, the AIO-school, the NWO (Dutch organization of scientific research), the Marketing Support Group and Rabofacet. The publication of this thesis has been made possible by the financial support of PTT Post Mediaservice. Finally, I would like to thank Ellen for many reasons mainly beyond the scope of this thesis.

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